Did you know 85% of fast-moving consumer goods fail within 2 years of launch? As consumers continue to expect new innovations sooner and sooner, brands need to learn how to keep pace with their demands. Traditionally new product releases take place every year, but with the technology now available, this timeline is slowly being reduced. In order for companies to gain the agility they need to produce new technologies and products, they should look to market research, specifically agile market research methodologies with A&U’s, to help.
What are Attitude & Usage Studies?
Attitude and usage studies are an exploratory quantitative analysis of consumer audiences designed to gain an understanding of your target consumers so you can shape products, experiences, and campaigns that connect with them. The traditional approach to A&U’s is often a heavier investment, asks a lot of questions, targets a large gen pop audience, and is conducted every few years. Since it entails a more robust questionnaire and sample size, the fielding to report time is also longer. As a result, we approach A&U’s in a different way through our agile A&U methodology— designed to help companies produce new technologies and products to keep up with consumers.
Adding Agility to A&U’s
An agile A&U’s primary focus is obviously meant to be more efficient and reduce the timeline it takes to conduct these types of studies. Through focused objectives, focused audiences, and focused reporting, agile attitudes and usage studies reduce the timeline to just two weeks. An added bonus of more focused parameters also means a lower cost. This results in the ability to conduct A&U’s more frequently and iteratively, giving brands the ability to use attitudes and usage studies to
- Understand new markets
- Compare multiple consumer groups
- Assess messaging and marketing efforts
- Increase the product release cycle
Our approach to attitudes and usage studies also breaks down into specific types of A&U’s whether objectives are centered on the competitive landscape, understanding barriers and triggers to purchase, habits and practices of a product or category, and the user profiles by attitudes and behaviors. While there is some overlap between these areas, breaking down A&U’s in this way helps to focus insights and prioritize action. If you want to see specific examples of how an Agile A&U™ has been used with a variety of industries— watch the webinar. You’ll also gain access to an actual Agile A&U™ report and learn about common use cases and tips on how to increase the impact of A&U’s.